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Archetypal Branding: How to build a Premium Brand


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Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“

Published in: Business

Archetypal Branding: How to build a Premium Brand

  1. 1. (c) BrandOvation 2012. All 2 Rights Reserved
  2. 2. AUTHOR PAGE:Dr Nik Cup™, and he is the co-author of the World Cup Brand Ambassador Program Welcome 2010 and chairperson of the inaugural 2010 FAN World Cup™. Dr Nik is the author of “The Seven Secrets of IziCwe: Conquer Life!”, a uniquely South African Life Skills Program, and “a must for anyone who wants to overcome career and personalThe author of “BrandOvation™: challenges!” (The Business Day). TheHow Germany won the World Cup sequel, “The IziCwe Code: Internalof Nation Branding”, and the Branding” was introduced to thesequel “The Hero’s Journey: international media at the GlobalBuilding a Nation of World Leadership Summit in Johannesburg,Champions”, Dr Nikolaus Eberl sharing the platform with leadershipholds a PhD from the Free gurus Tom Peters, Rudy Giuliani andUniversity of Berlin and a Michael Porter, and has becomePostgraduate Diploma from The recommended reading for governmentJohns Hopkins University, leaders at national, provincial and localBaltimore. Dr Nik headed the Net level.Promoter Scorecard research Follow Dr Nik on Twitter @nikolauseberlproject on South Africa’s or email nikolaus@brandovation.comDestination Branding Success 3Story during the 2010 FIFA World
  3. 3. TABLE OF CONTENTS:What is a Brand? ………………….….…….. 5What are Archetypes? …………………….. 9The Twelve Brand Archetypes ………….. 11Discover Your Archetype …………………. 24Align Your Archetype ……….……………… 26Market Your Archetype ………………….. 27Narrate Your Archetype …………………… 28Archetypal Success / Failure …………….. 31Reclaiming Your Archetype ……………….. 33Archetypal Branding Academy …………… 34 (c) BrandOvation 2012. All Rights Reserved
  4. 4. CHAPTER 1:What is a Brand?“The Brand is Everything!”Richard BransonFounder & CEO: Virgin Group 5 (c) BrandOvation 2012. All Rights Reserved
  5. 5. ‘Brand’ Defined“As products and services are Through promises we manage andconverging, clients are now looking control the uncertainty, whilst trust is thefor a sense of meaning and identity attitude required by authentic promise-– a brand image in every making. This is why leading brands oftenexperience they encounter with command a market share of 50% oryour company” (Institute for Brand higher, as well as price premiums of upLeadership). So, what exactly is a to 40% more than generic brands.brand? In order to arrive at the In other words, a brand is “the mostvery core of what constitutes a valuable real estate in the world, abrand, it is important to dispel corner of the consumer’s mind”some myths about what a brand is (Institute for Brand leadership). It isnot. therefore the Brand Promise that createsA brand is not your logo, your the Brand Expectation and is theProduct or even your Corporate foundation of building the Brand Image.Identity. Rather, a brand is anexpectation of an emotionalexperience, created by a certainbrand promise. In the car industry,well-known brand promises areshown above.Hannah Arendt, a well known 20thcentury philosopher, calls promises“islands of certainty in the sea ofuncertainty that the future is”. 6 (c) BrandOvation 2012. All Rights Reserved
  6. 6. CHAPTER 2:Why Archetypal Branding?Recent studies have shown that the A Booz Allen Hamilton research reportmost potent component of premium recently showed that „brand-guidedbrands is a clear identity that is companies have profitability marginsgrounded in the ultimate personality nearly twice the industry standard.types deciphered by the Swiss Brand-guided banks, for example, havepsychiatrist Carl Jung, the so-called an ROE of 19% compared to 8% for nonArchetypes. brand-guided banks.“Tracking over 13,000 brands over aperiod of five years and interviewingmore than 120,000 consumers across100 product categories, archetypalresearcher Carol Paerson found thatarchetypal brands outpaced non-archetypal ones by a factor of 97% inMarket Value Added (a measure of howmuch value a company has added to, orsubtracted from, its shareholderinvestment). 7 (c) BrandOvation 2012. All Rights Reserved
  7. 7. Archetypes & Brand Loyalty 8 (c) BrandOvation 2012. All Rights Reserved
  8. 8. CHAPTER 3:What are Archetypes?‘‘All that happens is symbol, and asit represents itself perfectly, it pointsto all the rest.’’Johann Wolfgang von Goethe, 1818 9 (c) BrandOvation 2012. All Rights Reserved
  9. 9. Archetypes Defined“Forms or images of a collective “Jung to some extent took the oppositenature which occur practically all approach to that of the behaviorists, thatover the earth as constituents of is, he did not observe people from themyths and at the same time as outside, did not ask how we behave, howindividual products of unconscious we greet one another, how we mate,origin.” how we take care of our young. Instead,— C. G. Jung, Psychology and he studied what we feel and what weReligion fantasize while we are doing those“The concept of archetypes was things. For Jung, archetypes are not onlyborrowed by Jung from classic elementary ideas, but just as muchsources, including Cicero, Pliny, and elementary feelings, elementaryAugustine. Adolf Bastian called fantasies, elementary visions.them “Elementary Ideas.” In — Marie-Louise Von Franz, Psyche andSanskrit, they were called Matter“subjectively known forms”; and inAustralia, they were known as the“Eternal Ones of the Dream.”— Joseph Campbell, The Hero witha Thousand Faces (shown here>>>) (c) BrandOvation 2012. All 10 Rights Reserved
  10. 10. CHAPTER 4: The Twelve Brand Archetypes We intuitively ‘get’ Archetypes. They are shortcust to meaning. They transcend time and place – and are the key to blockbuster movies like Star Wars, The Matrix and Harry Potter. 11// Page 4 (c) BrandOvation 2012. All Rights Reserved
  11. 11. The Innocent People: Ghandi, Dalai Lama, Oprah Brands: Disney, Coca-Cola, McDonald’s, Ivory soap The Innocent may be right for your Brand Identity if your brand... - offers a simple solution to an identifiable problem - Is associated with goodness, morality, simplicity, nostalgia or childhoodMotto: Free to be you and me - Is low or moderately priced - Is produced by a company withCore Desire: to get to Paradise straightforward valuesGoal: to be happy - needs to be differentiated from brandsGreatest Fear: to be punished for with poor reputationsdoing something bad or wrongStrategy: to do things rightWeakness: boring for all their naiveinnocenceTalent: Faith and OptimismAlso known as: Utopian, tradi-tionalist, naive, mystic, saint,romantic, dreamer. (c) BrandOvation 2012. All 12 Rights Reserved
  12. 12. The Regular Guy Talent: realism, empathy, lack of pretense Also known as: good old boy, everyman, the person next door People: Homer Simpson, Tom Hanks, Princess Diana Brands: VISA, Mr Price, IKEA The Regular Person provides a good identity for brands: - that give people a sense of belonging - with an everyday functionalityMotto: All men and women are - with low to moderate pricescreated equal - produced by a solid company with aCore Desire: connecting with down-home organisational cultureothers - that need to be differentiated positivelyGoal: to belong from more elitist / higher-priced brandsGreatest fear: to be left out or tostand out from the crowdStrategy: develop ordinary solidvirtues, be down to earthWeakness: losing ones own self inan effort to blend in or for the sakeof superficial relationships (c) BrandOvation 2012. All 13 Rights Reserved
  13. 13. The Explorer Talent: autonomy, ambition, being true to ones soul Also known as: seeker, iconoclast, wanderer, individualist, pilgrim. People: Christopher Columbus, Jacques Cousteau, Richard Branson Brands: Land Rover, Jeep, Virgin, Marlboro, Camel The explorer is a good identity for brands that:Motto: Dont fence me in - helps people feel free, nonconformist orCore Desire: self discovery through pioneeringexploring the world - is rugged and sturdy or for use in the greatGoal: to experience a better, more outdoors or in dangerous settingsauthentic, more fulfilling life - can be purchased from a catalogue or onGreatest fear: getting trapped, the Internetconformity, and inner emptiness - helps people express their individualityStrategy: journey, seeking out and - purchased for consumption on the goexperiencing new things, escapefrom boredomWeakness: aimless wandering,becoming a misfit (c) BrandOvation 2012. All Rights Reserved 14
  14. 14. The Hero Also known as: The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player People: Donald Trump, Arnold Schwarzenegger Brands: Nike, Tag Heuer, Red Bull The Hero could be good for brands that: - are inventions or innovations that will have a major impact on the world - solve a major social problem or encourageMotto: Where theres a will, others to do sotheres a wayCore Desire: to prove ones worth - have a clear opponent you want to beatthrough courageous acts - that are underdogs or challenger brandsGoal: expert mastery in a way that - are strong and help people do tough jobsimproves the world exceptionally wellGreatest fear: weakness,vulnerability, being a "chicken"Strategy: to be as strong andcompetent as possibleWeakness: arrogance, alwaysneeding another battle to fightTalent: competence and courage (c) BrandOvation 2012. All Rights Reserved 15
  15. 15. The Outlaw Also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast People: James Dean, Sid Vicious, George Washington Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban The Outlaw may strengthen your brands identity if it: - has customers or employees who feeldisenfranchised from society - helps retain values that are threatenedMotto: Rules are made to be by emerging ones, or paves the way forbroken revolutionary new attitudesCore Desire: revenge or revolution - is low to moderately pricedGoal: to overturn what isnt - breaks with industry conventionsworkingGreatest fear: to be powerless orineffectualStrategy: disrupt, destroy, or shockWeakness: crossing over to thedark side, crimeTalent: outrageousness, radicalfreedom (c) BrandOvation 2012. All Rights Reserved 16
  16. 16. The Creator People: Mark Shuttleworth, Salvador Dali, William Shakespeare Brands: Lego, Sony, Swatch, 3M, HP, Adobe The Creator may be right for your brand identity if: - it promotes self-expression, gives customers choices , foster innovation, artistic in design - it is in a creative field like marketing,Motto: If you can imagine it, it can be public relations, the arts, ordone technological innovationCore Desire: to create things of - you want to differentiate it from a "do-enduring value it-all" brand with little room for theGoal: to realise a vision imaginationGreatest fear: mediocre vision or - your product has a do-it-yourself aspectexecution that saves moneyStrategy: develop artistic control & - your organisation has a creative cultureskillWeakness: perfectionismTalent: creativity and imaginationAlso known as: The artist, inventor,innovator, musician, writer ordreamer (c) BrandOvation 2012. All Rights Reserved 17
  17. 17. The Ruler Also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator People: Thabo Mbeki, Steve Jobs, Moses Brands: Microsoft, Rolex, Gillette, Jack Daniel’s The Ruler may be right for your brand identity if: - it is a high-status product used by powerful people to enhance their power - it makes people more organisedMotto: Power isnt everything, its - it offers a lifetime guaranteethe only thing. - it empowers people to maintain orCore Desire: control enhances their grip on powerGoal: create a prosperous, - it has a regulatory or protectivesuccessful family or community functionGreatest fear: chaos, beingoverthrownStrategy: exercise powerWeakness: being authoritarian,unable to delegateTalent: responsibility, leadership (c) BrandOvation 2012. All Rights Reserved 18
  18. 18. The Magician Also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man People: Tim Burton, Steven Spielberg, Harry Potter, Albert Einstein Brands: Axe, Smirnoff Vodka, Intel The Magician could be the right identity for your brand if: - the product or service is transformative - its implicit promise is to transform customersMotto: I make things happen. - it has a new-age qualityCore Desire: understanding the - it is consciousness-expandingfundamental laws of the universe - it is user-friendlyGoal: to make dreams come trueGreatest fear: unintended negativeconsequencesStrategy: develop a vision and liveby itWeakness: becoming manipulativeTalent: finding win-win solutions (c) BrandOvation 2012. All Rights Reserved 19
  19. 19. The Lover Talent: passion, gratitude, appreciation, and commitment Also known as: Friend, enthusiast, sensualist, spouse, team-builder People: Madonna, Jane Austen, Dracula, Liz Taylor Brands: Revlon, Chanel, Hallmark, Alfa Romeo, Interflora, Haagen Dazs The Lover may be a good identity for your brand if:Motto: Youre the only one - it helps people belong, find friends orCore Desire: intimacy and partnersexperience - its function is to help people have aGoal: being in a relationship with good timethe people, work and surroundings - it is low to moderately pricedthey love - it is produced by a freewheeling, fun-Greatest fear: being alone, a loving organisational structurewallflower, unwanted, unloved - it needs to differentiate itself from self-Strategy: to become more important, overconfident brandsphysically and emotionallyattractiveWeakness: Desire to please othersat risk of losing own identity (c) BrandOvation 2012. All Rights Reserved 20
  20. 20. The Caregiver Brands: Volvo, Amnesty international, Red Cross, Peace Core The Care giver may be right for your Brand Identity if - it gives customers a competitive advantage - it supports families (products from fast- food to minivans) or is associated with nurturing - it serves the public sector, e.g.Motto: Love your neighbour as healthcare, education, aid and other careyourself giving fieldsCore Desire: to protect and care for - helps people stay connected with andothers care about othersGoal: to help others - helps people care for themselvesGreatest fear: selfishness and - is a non-profit or charitable causeingratitudeStrategy: doing things for othersWeakness: martyrdom and beingexploitedTalent: compassion, generosityAlso known as: The saint, altruist,parent, helper, supporterPeople: Mother Theresa, Pat (c) BrandOvation 2012. All Rights Reserved 21Tillman
  21. 21. The Sage thinker, philosopher, academic, researcher, thinker, planner. People: Plato, Deepak Chopra, Paulo Coelho Brands: Harvard, CNN, New York Times The Sage would be a good identity for brands: - that provide expertise to customers - that encourage customers to thinkMotto: The truth will set you free - that are based on new scientificCore Desire: To find the truth. findings or esoteric knowledge - that are supported by research-basedGoal: to use intelligence and factsanalysis to understand the world. - want to differentiate themselves fromBiggest Fear: being duped, others whose quality or performance ismisled—or ignorance. suspectStrategy: seeking out informationand knowledge; self-reflection andunderstanding thought processes.Weakness: can study detailsforever and never act.Talent: wisdom, intelligence.The Sage is also known as: Theexpert, scholar, detective, advisor, (c) BrandOvation 2012. All Rights Reserved 22
  22. 22. The Jester Also known as: The fool, trickster, joker, practical joker or comedian People: Robin Williams, Bob Hope, Bishop Tutu Brands: Brands: Budweiser, Fanta, Nando’s The Jester may be a good identity for brands: - that give people a sense of belongingMotto: You only live once - that help people have a good timeCore Desire: to live in the moment - that are low or moderately pricedwith full enjoyment - that are produced by a fun-lovingGoal: to have a great time and companylighten up the world - that need to be differentiated fromGreatest Fear: being bored or self-important, overconfidentboring others established brandsStrategy: play, make jokes, befunnyWeakness: frivolity, wasting timeTalent: Joy (c) BrandOvation 2012. All Rights Reserved 23
  23. 23. CHAPTER 5:Decipher Your Personal ArchetypeGo to the Personal Archetype Assessment atwww.archetypal-branding-academy.comPlease answer these ten questions as honestly as possible andtrust your instinct rather than what you think you might wantto be. Your personal archetype is the story you are living outand reflects your authentic true self. 24 (c) BrandOvation 2012. All Rights Reserved
  24. 24. CHAPTER 5:Decipher Your Organizational ArchetypeThe Organizational Archetype Assessment is part of the onlineArcchetypal Branding Course. Please sign up atwww.archetypal-branding-academy.comOften, the brand remains a perfect reflection of the forgottenphilosophy of the brand’s founder. Consumer perceptions ofbrands change quite slowly, so it is always enlightening to goback to the earliest TV campaigns to see what the original“imprint” of the brand was. 25 (c) BrandOvation 2012. All Rights Reserved
  25. 25. CHAPTER 6:Align Your ArchetypeAligning the HERO Organisation• Culture: Have a Clear Opponent• Promise: Major Breakthrough Innovation• Strength: Courage Weakness: Arrogance• Values: Achieving Goals Taboo: Weakness• Leadership Style: Coach Shadow: Ruthlessness 26 (c) BrandOvation 2012. All Rights Reserved
  26. 26. Align Your ArchetypeThe HERO OrganisationConverting Employees to Brand Ambassadors• Culture: Have a Clear Opponent• Promise: Major Breakthrough Innovation• Strength: Courage Weakness: Arrogance• Values: Achieving Goals Taboo: Weakness• Leadership Style: Coach Shadow: Ruthlessness 27 (c) BrandOvation 2012. All Rights Reserved
  27. 27. CHAPTER 7:Market Your ArchetypeMarketing to the HERO Consumer• Promise: Major Break-through Innovation• Function: Perform at Your Upper Limit• Pricing: Medium to High• Culture: Have a Clear Opponent• Brand Ideal: Make a Difference• Brand Nemesis: Obsessive Need to Win 28 (c) BrandOvation 2012. All Rights Reserved
  28. 28. CHAPTER 8:Narrate Your Archetype“Telling a brand story that resonates with customers is thequickest - and perhaps, the only - way to develop true brandloyalty and long-term customer relationships. The brand’sprimary goal is to form a strong relationship with the prospect.”- Jim Signorelli, StoryBranding 29 (c) BrandOvation 2012. All Rights Reserved
  29. 29. Narrate Your Archetype8.1 The Best Stories“The best stories don’t teach people anything new. Instead, thebest stories agree with what the audience already believes andmakes the members of the audience feel smart and secure andreminded that they were right in the first place.”Seth Godin, All Marketers Are Liars: The Power of TellingAuthentic Stories in a Low-Trust World 30 (c) BrandOvation 2012. All Rights Reserved
  30. 30. Narrate Your Archetype8.2 Consumers buy Your StoryFor many years, I was in charge of marketing for Johnson &Johnson’s line of baby products. One of our products wasJohnson’s Baby Powder, which was always, for me, a greatexample of the emotional power of branding. When weconducted focus groups, consumers talked about the brand as ifit were a close friend who gave them caring and love. Yet, we allknew that inside the bottle was simply talc (a rock ground upinto a fine powder) and fragrance (a very special fragrance).What I learned from Johnson’s Baby Powder was that consumersdon’t just buy products — they buy the story about theproducts, and all the emotion that comes along with thesestories.Fritz Gruthner, former CMO Johnson & Johnson 31 (c) BrandOvation 2012. All Rights Reserved
  31. 31. CHAPTER 9:Archetypal Success: Coca Cola Coke has done a masterful job of staying unwaveringly true to the archetypal story of the “innocent” (a story of optimism, hope and a desire to be virtuous). On a functional level, Coke stands for refreshment. But on a deeperemotional level, Coke’s alignment with the innocent story helpsits fans believe there is an innocence and virtue about thebrand. In each Coke ad, from the hilltop singing of “I’d like toteach the world to sing,” to Mean Joe Greene sharing a jersey, aCoke and a smile, to the polar bears, to the latest campaign of“Open happiness,” Coke has consistently told the innocent story. 32 (c) BrandOvation 2012. All Rights Reserved
  32. 32. CHAPTER 9:Archetypal Failure: Pepsi Cola Pepsi, on the other hand, has strayed in the past two years from its archetypal “jester” story (a story of spontaneity, fun and living in the moment). For years, Pepsi ads always had a humoroustwist (e.g., Ozzy Osborn becomes Donny Osmond) or singing anddancing (from Michael Jackson to Britney Spears). This brandstrategy helped them maintain the number two spot in thecategory for two decades.Recently, Pepsi has departed from this path and tried to be morelike Coke, with its “Refresh everything” project, focused on agrassroots philanthropy that has led to significant market-sharelosses. In March 2011, Ad Age declared, “Pepsi has lost the colawar,” after it fell to third place in market share behind DietCoke’s share 33 (c) BrandOvation 2012. All Rights Reserved
  33. 33. CHAPTER 10:Reclaiming the ArchetypeFor two decades, Target has been nipping away at Walmart’sshare of the market. Target has consistently marketed its brandas a stylish, innovative and cool place to find commonhousehold staples — repeatedly telling the archetypal story ofthe “creator.”When Walmart opened its first store in Bentonville, Arkansas, itadhered to an archetypal story embodied by its founder SamWalton — the “regular guy” — a story about accessibility andunpretentiousness. It espoused a belief that nobody is betterthan anybody else. 34 (c) BrandOvation 2012. All Rights Reserved
  34. 34. CHAPTER 10:Reclaiming the ArchetypeAs Walmart grew, the management team forgot its core story.Walmart became the largest company in the world, and a largegroup of disgruntled consumers decided that the company wasnot a regular guy, but rather was acting out the dark side of the“ruler” story by bullying communities and vendors and runningsmall retailers out of town.Fortunately for Walmart, its marketers discovered this errorjust before the economic downturn of 2009, and theysuccessfully relaunched the brand with a new visual identityand a “regular guy” tagline of “Save money. Live better,”resulting in a very strong sales rebound. 35 (c) BrandOvation 2012. All Rights Reserved
  35. 35. Discover Your Personal Archetype Onlinewww.archetypal-branding- 36 (c) BrandOvation 2012. All Rights Reserved